LinkedIn remains the #1 B2B social platform in 2026, but the rules of the game keep evolving. From content visibility to ad targeting and lead generation tools, the platform continues to shape how B2B companies communicate with their audiences.
Here are five things we believe every growth-minded marketer and sales leader should know about LinkedIn marketing this year.
1. Personal brands outperform company pages (even more than before)
Company pages are still important for legitimacy and visibility, but it’s the personal profiles that build real reach and trust. The latest changes to the algorithm in early 2026 have further boosted visibility for posts coming from individual users, especially those that spark real engagement.
Additionally, numerous tests indicate that LinkedIn’s Thought Leadership ad format outperforms every other method in paid advertising, at least when it comes to reaching and engaging the audience effectively.
What this means:
Executives, salespeople, and experts need to actively and systematically post and comment to stay visible. Thought leadership content, especially when posted from personal accounts and supported by company-led advertising, creates the best results.
If you want to scale your team’s visibility, think beyond traditional employer branding. Teach your experts how to post, or better yet, implement a structured content creation process backed by AI and interviews. Learn more.
2. Quality over quantity: Content saturation changes the game
LinkedIn is more crowded than ever. With the rise of AI-generated content and mass scheduling tools, newsfeeds are cluttered. The good news? High-quality, personal, and timely relevant content stands out.
What this means:
Posting daily is no longer a winning strategy if your posts lack substance. One well-structured, original post that gets shared or discussed can beat a week of generic updates. Emphasize clarity, relevance, and unique insight – whether we talk about company pages or personal profile.
Use formats that work:
- Short text+image posts with clear takeaways
- Longer text posts with in-depth knowledge and unique storytelling
- Carousel posts and short videos for visual storytelling
- Comment-worthy thought leadership that invites discussion
3. LinkedIn Ads are more expensive — but unmatched for ABM targeting
Yes, LinkedIn Ads are expensive compared to other platforms. But in 2026, the trade-off is precision, especially for companies investing in Account-Based Marketing (ABM).
What this means:
If your go-to-market approach is ABM-driven, targeting a well-defined list of high-value accounts, LinkedIn is one of the most powerful channels available. Unlike broader digital platforms, LinkedIn allows you to match ads directly to your Ideal Customer Profile (ICP) and even upload exact company lists for hyper-specific campaigns.
When ABM targeting is paired with high-value content and personalized messaging, LinkedIn Ads can deliver outsized returns, especially in industries with complex buying processes or hard-to-reach decision-makers.
To get the most out of it:
- Upload ABM account lists and use Matched Audiences
- Layer specific segments with job titles, seniority, and functions targeting
- Retarget site visitors and engagement from on-channel actions
- Align messaging with sales outreach to create a unified buyer experience
ABM is no longer just a buzzword; it’s the new standard for B2B targeting. And LinkedIn is where it performs best. Learn more.
4. Lead Gen Forms are still underused, especially in top-funnel campaigns
LinkedIn Lead Gen Forms are one of the platform’s strongest features — yet many companies still fail to use them effectively. They work particularly well in top-of-funnel campaigns when paired with valuable gated content, such as practical guides, playbooks, or event sign-ups.
What this means:
Stop driving traffic to landing pages that don’t convert in the early stages of the customer’s journey. Instead, use native lead forms to collect qualified leads with minimal friction. Pair them with retargeting, email nurturing, or sales follow-up to drive results.
Find proven tactics for LinkedIn lead generation.
5. Native engagement matters: don’t ignore community building
LinkedIn is increasingly pushing toward native content consumption and conversation. That means content that keeps users on the platform (rather than clicking away) is rewarded with better visibility.
What this means:
Engage natively. Comment on other people’s posts, publish insights directly on LinkedIn (instead of just linking blog posts), and create posts that invite interaction. Use polls, tag relevant people or companies, and highlight voices from your team or customers.
Driving traffic from each post or generating the maximum number of page followers are outdated and unrequited tactics. Building a real community, whether it’s among your employees, partners, or customer segments, is more valuable than just growing a follower count or traffic.
Wrap-up
LinkedIn is still one of the most important B2B marketing platforms in 2026 — but only for companies and individuals willing to play the long game.Focus on clarity, audience understanding, and genuine contribution. Utilize the latest AI tools and tactics nimbly, but not without reservation. Avoid jumping from trend to another: the keywords for success are consistency and quality. Whether you’re running paid campaigns, thought leadership, or brand visibility programs, your performance on LinkedIn now depends on precision, personality, and process.